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Rogers, Canada's leading wireless provider, was the first to market with MP3 phones boasting a 1GB capacity, and wanted to maximize its competitive advantage.
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Music is a continuing strategic platform for Rogers to converse with its target audience of teens and young adults ages 12-24. Research showed that this group has become the "attention-deficit generation" -- increasingly distracted, with the ability to multitask. They surf online, watch TV, download applications and send text messages to friends simultaneously.

The strategy was to effectively integrate with media content to capture the targets' attention and capitalize on their multi-tasking inclinations. The big idea: download a song direct to your phone as it's being performed live at the Grammys, the largest music-awards show.

This unique first-time offer tied directly to show content via an on-screen graphic -- "Like this song? Download it now to your Rogers mobile phone" -- which stood apart from traditional commercial breaks, appearing during nine live performances including U2, Beyonce and Shakira. The offer was heavily pre-promoted both on TV and online.

It was the first time an advertiser had access to an on-screen graphic during the Grammy Awards, something which required extensive negotiations with the media partner, the Grammy producers, as well as artists and labels to secure rights for each song, and presumably the broadcaster as well.

During the broadcast the Rogers Music Store and landing page received a record number of hits. Research showed that perceptions toward mobile phones as credible MP3 players have since shifted. This engaging media first successfully activated Rogers' central pillar of "innovation that enriches your life."

~ ~ ~Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.